Miller Drops Hispanic Agency

Miller Brewing is considering options including bringing on a new Hispanic specialty agency after severing its relationship with LuceroBentz in Dallas.
Miller dropped LuceroBentz after just seven months when the agency ended its partnership with Miller roster shop Square One in Dallas, sources said.
With only project work from Southwest Airlines left, LuceroBentz will close because of the Miller loss, agency partner Jim Lucero said.
“They [Miller] have other plans for the brand that we are unaware of,” Lucero said.
The Milwaukee-based brewer is looking for Hispanic marketing “talent” to work on Miller Lite and expects to have something in place by the end of the month, according to company representative Gina Shaffer.
That could mean bringing in a new agency, but the brewer is discussing other options, which Shaffer declined to specify.
Ethnic advertising for Miller Lite is overseen by the brand’s lead general market agency, Fallon McElligott in Minneapolis. LuceroBentz developed seven TV spots for Miller Lite in conjunction with Square One and Fallon. Some were done in Spanish, while others, in English, are airing in the brand’s general media mix.
LuceroBentz opened in September and subsequently formed an alliance with Square One to handle the Miller Hispanic account. Marti Flores Prieto & Wachtel in San Juan, Puerto Rico, retained Hispanic marketing duties for Miller Genuine Draft and other global assignments. Leo Burnett in Chicago handles all media buying for the brewer.
Miller spends more than $10 million each year to reach Hispanic consumers, according to sources.
Lucero, a former vice president and group account director at Siboney USA, Dallas, plans to work as a marketing consultant. He added that his partner, Gary Bentz, plans to revive Lexico, a Hispanic shop he shuttered after partnering with Bentz.